As Vodafone becomes the first network to offer customers unlimited data on 5G, Ogilvy UK as part of WPP's Team Red created a campaign to launch its new Unlimited plans. ‘Be Unlimited’ demonstrates the possibilities that 5G and Vodafone’s Unlimited data plans can unlock.
At the heart of the campaign is the celebration of Vodafone as a British brand, placing working with UK talent as a key focus. The new television commercial from award-winning UK directors Si & Ad harnesses the power of music and movement to bring the new Unlimited proposition to life in a positive and upbeat way.
The work also features the exclusive new track “Truth”, a unique collaboration between Alicia Keys and Mark Ronson. The film showcases fashion from ten young designers from across the UK, hailing from schools such as Central Saint Martins, Glasgow School of Art and Winchester School of Art.
Using a data-driven approach, the advertising will be targeted to appear at those times and in those places where the need for unlimited data is greatest, for example as an alternative to WiFi hot-spotting. The campaign will also use the latest data-enabled media innovations, such as the first ever ‘Discover Now’ sponsorship on Spotify and will create unique telco first experiences, including Screen X in 12 cinemas across the UK, reaching 98% of adults in the UK more than 15 times. Out of home advertising also plays a significant role in the campaign, with station dominations and Piccadilly Circus Lights, as well as special builds ensuring full coverage of the new campaign and Vodafone’s new Unlimited and 5G offer.